This year, Morocco has proven that hard work pays off. Literally. With a production of around 140 million kilos, the country has had one of its best avocado seasons ever. Not only have volumes practically tripled compared to previous years, but quality and average prices have also been excellent, making for a truly exceptional season.

Personally—and I believe this sentiment is shared by most of us who work in this sector—it has been a truly remarkable season. The fruit sizes have been excellent, the prices stable and fair, and most importantly, the fruit has arrived at its destination in superb condition. There have been very few complaints regarding ripening issues or mechanical damage. This is no coincidence, but rather the result of an increasingly professionalized process that demonstrates Morocco's ability not only to produce fruit, but to do so at the highest level.

Now, with the positive results still fresh in our minds, we're already looking ahead. The next season also looks promising in terms of production and tonnage. Of course, no one has a crystal ball to predict prices, but when there's good production and quality, the markets usually respond well.

Right now, we're working on what we always do: preparing farms, adjusting protocols, renewing certifications, and fine-tuning every detail to guarantee an efficient and reliable supply chain. Because in this business, it's not enough to have good fruit: you have to know how to move it, preserve it, and deliver it in the best possible condition.

Morocco is consolidating its position as a leading exporter in the European market, and it's no exaggeration to say that we are entering a new phase of maturity for the country's avocado sector. This year has shown us that the potential is real, and that with planning, investment, and commitment, we can compete on equal footing with the major global players.

national, ensuring that the Moroccan avocado boom is sustainable in the long term.

Yassin Chaib Export Manager Mavoca Morocco